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Thought Leadership - Defining your Position

All companies strive for differentiation within their industry sector, but what happens when a new sector emerges and your stakeholders don’t understand where you ‘fit’? The challenge for Network when appointed in 2006 by ‘digital marketing agency’ Hyro was to define, and explain, both a new sector and Hyro’s position in it.

Hyro’s challenge was that the range of services it offered had not, to that time, been offered by a single supplier.  For not only did Hyro have award-winning creatives, smart mobile technology wizards, and professional services staff. It also had a large team of system integrators - capable of integrating digital marketing campaigns into a client’s business systems.

Network worked with Hyro in a classic thought leadership campaign aimed at supporting the marketing of its services, attracting staff and reaching investors.

We applied a range of standard PR tools to the campaign, including briefings with key editors and journalists, exclusive interviews on industry issues, a plethora of customer win releases, gaining speaking opportunities at industry events, and creating compelling customer case studies.

We also applied Web 2.0 tools to the campaign, working with Hyro to maximize the value of its corporate blog, engaging with other online thought leaders, and even running Australia’s first in-world media interview on Hyro’s island in Second Life.

The campaign supported a period of substantial growth for Hyro which saw the company grow from just over 100 to nearly 500 employees and to also expand internationally. By mid 2007 'Digital Services' the new sector name and Hyro’s position in it was much better understood and appreciated.

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